Date post: | 28-Jul-2015 |
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Marketing |
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CREATING POWERFUL
CUSTOMER EXPERIENCESMusings from the Next Generation Customer Experience Conference
Presented by
and
@jackischroder
“Your customers will tell you what they need and want.
THEY’RE THE EXPERTS. NOT YOU.” Lisa Nichols
CEO, Motivating the Masses
PEOPLE ONLY THINK ABOUT A TOPIC
FOR 8 SECONDS
How does that impact design, content, user flow, and advertising?
(That’s less than the attention span of a goldfish)
The Answers(TM) Experience Index
CUSTOMER EXPECTATIONS ARE RISING
56% 73%
62% 68%
27% 42%
37% 51%
Used mobile to research products.
Accessed the store’s site on mobile in store.
Used mobile to compare prices in
store.
Used mobile to access a competitor’s site
2012 vs. 2014
The Answers(TM) Experience Index
multi-channel customers
ARE BETTER FOR BUSINESS
Single Channel
77 satisfaction
77 purchase again
2 Channels
79 satisfaction
81 purchase again
3+ Channels
81 satisfaction
83 purchase again
.com .com .com
more likely to make a purchase from the company overall.
more likely to recommend the company.
more likely to make a purchase from the website.
RETAIL
ForeSee client measurement data, June 1 - December 31, 2014
SATISFIED CUSTOMERS ARE…
2.4x
2.7x
2.9x
more likely to recommend the company.
CONSUMER PACKAGED GOODS
3x
2.6x
2.5x
more likely to purchase the company’s products online.
more likely to purchase the company’s products again.
THE WEBSITE HALO EFFECT
CASE STUDY:of customers said their web visit impacted their visit to the store.28%of those customers made a purchase in store.69%
RESULT:appear to be failed online conversions.
KEY LEARNING:Ask customers if their website experience had an impact on in-store experience and purchase.
.com
TAKE 2 MINUTES: Write as many possible uses for an ordinary object, such as a tin can.
TEST DIVERGENT THINKING: Number of ideas Range of ideas Originality Elaboration
ice breaker:
ALTERNATIVE USE TEST
A B C
D E
F G H
IB
GDA
FEC
H
Use Structured Mind Mapping to identify the main issues in the center, and then break each one down further to fully dissect the problem.
structured mind mapping
THE LOTUS BLOSSOM
Consistently define the experience and gain trust through that consistency.
Provide a unique experience and create memories that set you apart
Excellent customer experiences drives sales
delivering the
BEST EXPERIENCE
RANDOM EXPERIENCE
RELIABLE EXPERIENCE
DIFFERENTIATED EXPERIENCE
Desire
To deliver a great experience, you need to take people along the path of experiences, from random to differentiated, in order to truly create desire.
map out
WHAT YOU THINK WILL HAPPEN
Over 80% of the time, the maps don’t match.
GHOST MAPPING
map out
WHAT ACTUALLY HAPPENS
overlay
THE MAPS
Advanced Journey Mapping by way of Ghost Mapping, is a great way to remind your internal teams where the consumers are coming from.
Take a digital frame by frame screenshot of the consumer journey to ensure you see every step.
CX STORYBOARDING
SEVE
RIT
Y O
F IM
PAC
T Key Drivers
PLOTTING PRIORITIZATION
NUMBER OF CUSTOMERS IMPACTED
Map out all of the requested improvements with your team and always make sure to address Key Drivers first, as they'll
drive the biggest impact for your organization.
STATED IMPORTANCE INDEX
STAT
ED IM
POR
TAN
CE
IND
EX
Key Drivers
DERIVED IMPORTANCE INDEX
Potential MotivatorsLower Priority
Cost of Entry
IDENTIFY EXPERIENCES Segments, personas, journeys
PRIORITIZE The experiences most critical to the customers’ success
TEST Assess the scenario and grade the impact.
REVIEW Share the findings with leadership, focusing on potential benefits.
FOLLOW UP Agree upon the plan to resolve, mitigate issues, ensure accountability for results
OPTIMIZATION FLOW
1
2
3
4
5
Start at the top and follow this feedback loop for all your consumer journeys for the best optimization.
HOW ARE PEOPLE DOING THINGS FASTER AND BETTER AND HOW CAN YOU IMPROVE THEIR EXPERIENCE?
UNSANCTIONED PATHS
Don't ignore the unsanctioned paths. Always take a step back to see how people are doing things faster and better. Listen to your consumers and improve their experiences.
• Post-Its • Craft paper • Sharpies • Room with a long table • Your team (10-12 people) • 1-2 people to play the part of an irrational customer.
These people are not involved in your project. • Chunk out 4-5 parts of the process you’re evaluating.
SUPPLIES
Chunk 1 Chunk 2 Chunk 3 Chunk 4 Post-ProcessPre-Process
Opportunities &
Gaps
What the customer
does
What our process is
WORKSHOP TEMPLATE
STEP 2 Before you get started, agree on who your customer is and put it on the white board as a reminder. (5 mins)
ACTIVITY
STEP 6 Populate into a spreadsheet and prioritize by
Key Drivers with a group of 3-4 people.
ACTIVITY
If you’re lucky, they’ll rave about you half as much as they do about this brand.
JOHNNY CUPCAKES
View Video: https://www.youtube.com/watch?v=qc3fiwCTskU
people thrive on
NEW EXPERIENCES
brand principles
Everything in the world has been done before. Get people to step outside of their comfort zone.
Rented ice cream trucks in major cities, packaged shirts in ice cream cartons and push pops.
Surprise and delight with random items in online orders – cash, Snickers bars, doll’s heads.
CEO writes letters, and signs packaging regularly.
On April Fool’s Day, sold cupcakes and hid all t-shirts.
Thought starters to make a big impact. Don't limit yourself.
and a final, great idea:
HAVE A “KILL A STUPID RULE” CAMPAIGN
Don't let the red tape limit you. To do great things, you need to push the limits of comfort within your organization.